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Google has agreed to implement significant changes to address fake reviews of UK businesses, as announced by the regulator. The Competition and Markets Authority (CMA) stated that the company, holding a 90% share of UK searches, will now flag businesses engaging in artificial rating inflation and will disable the review function for severe offenders. People who repeatedly post fake or deceptive reviews will face bans regardless of their location. While the consumer group Which? sees this as a positive step, they emphasize that robust enforcement, potentially involving heavy fines, will be necessary to ensure Google's compliance. Sarah Cardell, CEO of the CMA, expressed confidence in the new measures, aimed at instilling trust in reviews for informed decision-making. These changes specifically pertain to Google and Google Maps reviews for businesses, excluding products. Google highlighted its continuous efforts to combat fake reviews, working with global regulators like CMA to combat fraudulent content. The CMA continues its inquiry into Amazon. Which?'s Rocio Concha views the commitments secured from Google as a positive advancement, stressing the importance of vigilant monitoring and enforcement under the Digital Markets, Competition, and Consumers Act. The CMA estimates that online reviews influence around £23bn in UK consumer spending annually. Google has already initiated restrictions on businesses and reviews, with ongoing reporting to the CMA for the next three years to ensure compliance, followed by potential adjustments to counter new technological challenges. Ms. Cardell underscores the necessity of fairness for both businesses and consumers and encourages the industry to take note of these developments.